Background

We are constantly bombarded by altered images from media, brands, celebrities, and influencers that set unrealistic expectations about our bodies. It has been linked to mental health issues, eating disorders and body dysmorphia, setting unrealistic body ideals that are impossible to achieve. The problem has been around for a long time, but grown exponentially with Social Media, filters and re-touching apps like Face-tune. Based on the latest research, the brief was to help combat unethical re-touching and unrealistic imagery that are bombarding people. This meant finding a way to identify, celebrate and encourage unfiltered and un-retouched imagery. It needed to be easy to use, available to everyone, easy to understand and live in the channels driving this problem.

Describe the creative idea (40% of vote)

Ⓑodyright - The world's first copyright for the human body To empower people to take back control of their imagery on and offline, we created a tool that allows people to protect their own body image, while communicating to the audience that the body in the image is real and has not been retouched or filtered in any way. This symbol sits seamlessly on any image to celebrate the un-retouched rather than label the retouched. Using the latest research, this was an important shift to positively impact people’s perception of their own bodies by encouraging the sharing and celebration of un-retouched natural and diverse imagery. A symbol, with a complete design framework that inspired products and is driving a movement. Ⓑodyright – Because no body is wrong

Describe the execution (40% of vote)

The symbol, Ⓑ can be used on any image still or moving. It communicates that the image has not been altered, retouched or modified. The challenge was to take something as simple as a symbol and turn it into a meaningful design framework for people to use however they wish. The Ⓑ riffs off the universally understood Ⓒ symbol. It is inspired by UnicodeU+24B7 which is accessible and free to everyone. It cannot be copyrighted by any company or person. To bring this to life we created: - A hub about how to Ⓑ your images, Bodyright.me - An “un-filter” for Instagram to engage where the problem lives - A Ⓑ necklace, when worn requests no one alter your image - A Ⓑ sticker for smartphones for when taking mirror selfies

List the results (20% of vote)

Ⓑodyright needed to create a visual language that supported the right behaviours and built a movement. We have not spent a cent on promotion or media and all uptake and engagement has been driven by the power of the idea and how it’s resonating. The initiative is a long term programme, with a global month of action later this year. The launch has already been seen by over 2 million people. With influencers, media and brands volunteering their support and adoption of the symbol. Most assuring to Ⓑodyright have been the posts and DM’s from people thankful for the initiative, feeling empowered and pledging to do their part. One of our favourites is Jess Quinn @jessicaemilyquinn who posted a video and volunteered to become an ambassador. Her initial Tik Tok post supporting the movement was viewed over 500K times in the first week. And this is only the beginning.